By Laura Petrolino
How in the world did Thanksgiving come upon us so quickly?!?
Where did November go?
Where did the fall go?
Where did 2015 go?
Unfortunately, these are all important questions of time and space whichtranscend my powers.
What I can do is provide you with some fun-filled Thanksgiving marketing facts to help pass your time with friends and family while celebrating this holiday weekend.
Impress your friends and family by rattling off some of the facts below, like a true communications pro. Facts can be used to support your holiday goals in one or more of the following ways:
Oh yes my friends, all of this and more can be yours when you take the knowledge I’m about to share in this post and put it to good use.
Before we start, let’s hear a cheer for our host of the day—the turkey. Did you know individual turkeys have unique voices? This allows them to distinguish one another.
So a turkey conversationwould go something like this:
Carl: “Gobble, gobble”
Which roughly translates into:
Lucy: “Hello, are you all home?”
Carl: “Lucy, so great for you to stop by. How are the kids?”
Linda: “Oh Lucy, you sound more and more like your mother every day”
Why does this matter or having anything to do with Thanksgiving marketing?
Duh…follow my feather trail here people!
Just like a turkey, your brand must have it’s own distinct brand voice . A voice that speaks to who you are and allows consumers to not just recognize you in a crowded field, but to connect with you.
Obviously no discussion of Thanksgiving marketing would be complete without talk of Black Friday.
Before we get into the details, do you know why Black Friday is called…”Black Friday ?”
It got it’s name in the 1960s by the Philly Police Department. They coined the term because of all the traffic jams, crowding, and often violence that resulted from the retail frenzy.
My absolute favorite Black Friday fact comes from a RetailMeNot survey (as reported in Time ). The survey found 12 percent of Thanksgiving shoppers admit to shopping drunk.
This explains a lot, right?
Another interesting “battle of the sexes” tidbit, comes from a 2014 Nielsen study which showed more men than women actually visit stores on Black Friday.
Us ladies, however, are more active on Cyber Monday, click, click, clicking away at the savings
The National Retail Federation (NRF) has all sorts of interesting Thanksgiving marketing facts, figures, and tidbits. They look into the holiday season as a whole vs. just Black Friday.
This is very important, especially now that consumers are starting “holiday shopping” much earlier than Black Friday (which used to be the official kick-off).
Some of their most interesting Thanksgiving marketing stats look at consumer sentiment and behavior when it comes to holiday shopping .
For the first time this year, NRF asked consumers what they thought about the holiday promotions and Thanksgiving marketing they’ve seen so far this season.
Thesurvey found 40.1 percent rank them as “excellent” or “good,” while 34.8 percent rank them as “average.” So around 75 percent of shoppers aren’t completely annoyed with holiday marketing efforts yet.
Of course the results didn’t indicate if these people who provided positive rankings were also the ones who shopped drunk.
Interestingly enough, Millennials are much more positive about holiday and Thanksgivingpromotions.
For this group 58.9percent of 18-24 year olds and 54.5 percent of 25-34 year olds agree retailers’ deals have either been excellent or good (these consumers might also have been drunk, no definitive answers have been given on the sobriety of respondents).
Possibly of greater interest are the methods which resonate most effectively with consumers this holiday season (both those sober and drunk, I’m assuming).
Traditional methods of advertising still resonate with consumers when it comes to sparking ideas for holiday gifts, however online searches and social media both serve as preferred inspiration channels for shoppers. According to the survey, 46.9 percent will use an online search to find their gifts, and more than 35.4 percent of those surveyed will look for inspiration for holiday gifts through advertising circulars. Additionally, 30 percent will look to catalogs and 31 percent will use TV ads for inspiration. When it comes to social media, Facebook is the most likely place shoppers would look for inspiration (13 percent), though Pinterest will also be a key location for holiday shoppers (nine percent).
The latest NRF survey also finds135.8 million consumers plan to shop Thanksgiving weekend and nearly 80 percent of holiday shoppers—183.8 million people—plan to shop on Cyber Monday.
To bring itback to our RetailMeNot study, that means approximately 16.3 intoxicated adults will be hitting the stores this holiday weekend.
Turkey, itself, is part of a unique Thanksgiving marketing tactic ,which deserves mention.
While normally high demand goods (itemssuch as flowers and chocolates on Valentine’s Day, jelly beans on Easter, candy on Halloween) cost the most the month of their peak demand, turkeys are the cheapest during November.
This is a very strategic move on the part of grocers to use turkey as a loss leader, simply to get people into the store to buy other higher priced Thanksgiving companions.
Consumers have come to expect cheap turkeys so they use the cost as part of their comparison for which store to go to for their other holiday items.
And so I end this post with a salute to the Turkey.
Branding genius, yummy protein stable, andstrategic economist—sacrificing itself every year for the good of the economy and your family’s meal.
Gobble salute to you feathered friends.
Laura Petrolino is the director of operations at Arment Dietrich. She is also a ninja. When not working with clients, collaborating with the Arment Dietrich team, or practicing her roundkicks, you can find her walking her dog, working out, or exploring the great outdoors.